Value comparison chart on product page: +7.68% revenue per visitor
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsAdding a simple value comparison chart to a Shopify product page lifted revenue per visitor by 7.68% and conversion rate by 9.4%. Dave Diederen ran this test. The chart set the brand side by side with "Others" on a short list of selling points.
- Conversion rate: 3.15% to 3.44%, a 9.4% lift. The testing tool estimated about 816 extra orders a month.
- Revenue per visitor: $2.71 to $2.92, a 7.68% lift. The tool estimated about $57,409 in extra monthly revenue.
- Both ranges shown in the dashboard dip below zero (conversion -2% to +22%, revenue per visitor -8% to +26%), so a small loss can't be ruled out.
The change
The variant adds a ticks-and-crosses chart comparing the brand with "Others".
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product page without a comparison section. Shoppers had to work out on their own why this product beat the alternatives.
Variant
A chart was added with the brand in one column and "Others" in the next. Each row named a selling point, with ticks for the brand and crosses or weaker answers for the others.
Why it likely won
Our reading of the result, not the practitioner's claim.
- a chart does the comparison for the shopper, so they don't leave to check rivals.
- ticks against crosses are fast to scan, which suits shoppers who skim.
- framing the product against a generic "Others" builds belief without naming a competitor.
Caveats: The post does not share sample size or test length, and the result ranges cross zero. The chart image is a template, so the exact rows used on the store are not shown.
Who ran it
Dave Diederen (@DaveDiederen) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we add a chart comparing our product with typical alternatives on the product page, then revenue per visitor will rise because shoppers can see why we are the better pick without leaving the page.
- Primary metric
- Revenue per visitor
- Guardrails
- Average order value
- Add-to-cart rate
- Refund rate
- Who should test it
- Stores with a clear edge over cheaper or generic alternatives, such as better materials or ingredients. It is less likely to help if your product is a commodity with no real difference to show.
Questions
Do comparison charts increase conversions on product pages?
In this test they did. Conversion rate rose 9.4% and revenue per visitor rose 7.68%, though the ranges in the dashboard still included a small loss.
Should a comparison chart name competitors?
This chart used a generic "Others" column rather than a named brand. That keeps the point clear and avoids claims about a specific rival.
What should go in a product comparison chart?
A handful of selling points that matter to buyers, with a clear yes or no for each side. The chart in this test used five rows.
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